Home Services — Meta & Social Ads
−54% reduction in cost-per-lead
A creative-led Meta rebuild cut cost-per-lead by more than half while doubling monthly booked appointments for a multi-location home services business.
−54%
Cost per lead
2.1x
Booked appointments / month
+27%
Ad recall lift
The challenge
Ad fatigue had set in on a small set of creatives running for over a year. CPMs were climbing and the client's internal team had no structured testing process.
The strategy
- Weekly creative testing framework across 6 audience segments
- Lead form redesigned to pre-qualify by service area and budget
- Retargeting sequence built for warm site visitors who hadn't converted
- Conversions API implemented to recover signal lost to tracking prevention
“They treat our ad account like it's their own money. Every week there's a clear reason behind what changed and why.”
Operations Lead — Home services group
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